On May 1, 2008, Monica C. Smith participated in a roundtable discussion entitled “A View from the Top” at the Direct Media’s annual Co-op. She led off the conversation by stressing the importance of loving your brand and surrounding yourself with people who love what they do and who love your brand too! Employees who have fun are much more productive than those who just “show up for work.” She went on to talk about what it takes to persuade a customer to make a purchase; to realize that a customer has many different options these days and you need to communicate with her/him based on the customer’s preferences. It is important to track performance and make sure decisions are grounded in rigorous analysis of the numbers. Remember that price will almost always be a key factor is directly proportionate to rising or falling response rates.
She was joined at the table by Ed Mallin, President of infoUSA Services, and Darrell Edwards, Vice President of Marketing at Cosmetique.
Larry May, Chief Executive Officer of Direct Media Inc. sent a thank you for participating and noted that “We received such positive feedback on our speakers and overall content, we thought everyone might appreciate a quick summary of each session and presentation.”
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